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An Analysis of Marketing Preferences of Sultana Producers in Turkey in Terms of Sustainable Market Power

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  • Atiş, Ela
  • Miran, Bulent
  • Bektaȿ, Zerrin
  • Ciftci, Kenan
  • Karabat, Selcuk

Abstract

Sultana is among the most important products in Turkish economy in terms of being a principal export crop and many producers’ occupations. Although sultana’s share in export is high, Turkey aims having a sustainable place in the international competition. In this framework; common attitude of all the actors and institutions in the sector towards attaining competitive advantages are required both in national and international markets. A sustainable competition power calls for paying a special attention to producer preferences. It is of importance to reveal and analyze that sultana producers’ preferred market and particularly the reasons for those preferences. This study deals with analyzing tendencies of the conventional and organic sultana producers to supply their products to domestic and international markets with respect to some alternatives such as high price, guaranteed payment and marketing easily by means of Analytical Hierarchy Process. Data of the study was gathered from randomly chosen 300 sultana producers in Manisa where sultana production is very widespread. Scores from Analytical Hierarchy Process are analyzed by Tobit for doing a deeper analysis of the producer preferences.

Suggested Citation

  • Atiş, Ela & Miran, Bulent & Bektaȿ, Zerrin & Ciftci, Kenan & Karabat, Selcuk, 2013. "An Analysis of Marketing Preferences of Sultana Producers in Turkey in Terms of Sustainable Market Power," 2013 Conference (57th), February 5-8, 2013, Sydney, Australia 152136, Australian Agricultural and Resource Economics Society.
    • Handle: RePEc:ags:aare13:152136
    DOI: 10.22004/ag.econ.152136
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    References listed on IDEAS

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    1. Jose Blandon & Spencer Henson & Towhidul Islam, 2009. "Marketing preferences of small-scale farmers in the context of new agrifood systems: a stated choice model," Agribusiness, John Wiley & Sons, Ltd., vol. 25(2), pages 251-267.
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    Keywords

    International Relations/Trade; Marketing; Production Economics;
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